ATG’s ticketing operation is selling tickets on behalf of the producers of shows bringing their shows to our venues. All, or the vast majority, of the sales income from the ticket goes to the producer, hence the need to charge for ticketing operations separately. ATG and its ticketing arm also provide an extremely high level of customer service and the ticketing fees cover the costs of providing this service including the staffing, systems, UK based call centre and associated administration costs. However booking fees only apply to customers who buy on the phone or online. The range of fees can vary depending on show genre and ticket price.
Substantially more than 50% of our customers do not pay booking fees. These are customers who buy their tickets in person at our venue box offices. We do also offer our Theatrecard for an annual charge of £30. Subscribers pay no fees on their bookings for the vast majority of shows in our venues (and also benefit from discounts and priority booking).
ATG is also on the board of STAR, the official ticketing industry organisation, which agrees procedures (i.e. a code of conduct) to ensure consumers get clarity over what they are paying and to protect consumers against opportunistic and unofficial ticket selling and touts.
The fee structure was inherited from TicketMaster when ATG acquired the former Live Nation venues. Since then, ATG has reduced fee charges and they are currently under review again.